How Are You Differentiating?
How Well Are you Differentiating? “Think Different” was an Apple advertising campaign. It was celebrating many people who thought different and changed the world. “To the crazy ones. Here’s to the misfits. The rebels. The troublemakers. The people who see the world differently… The people who are crazy enough to believe they can change the […]
Focus is brand development.
Focus is brand development Have you seen the ABC program Shark Tank? If you are interested in business, marketing and branding you will enjoy the Shark Tank. Each program has ideas pitched to five investors (Sharks) and they question the entrepreneur’s strategy, tactics, focus and a variety of other factors to decide if they want […]
Branding basics for a new business
Branding Basics for a New Business Branding rules for starting a business, launching a new product/service or refurbishing an old brand 1. Know your prospect (immutable law of branding and marketing). 2. Determine if anyone really needs this product or service. 3. Differentiate—offer something that is different—a difference that matters to the consumer (do they […]
Your Personas and Your Brand
Your Personas and Your Brand Identify your personas. What do you know about your best customers? What are their personas? I think you will agree it is very important to know who your best customers are because that is who you are looking for; and you will not waste time talking to people who are […]
Branding on a Budget
Branding on a Budget “Imagination is more important than knowledge.” Albert Einstein. Imagination is also the best way to differentiate your product or service if you combine it with some guts and a little humor… doing it with budget branding makes it even more fun. There are very few products or services that are unique. […]
Branding with humor.
Branding with humor. Sometimes a simple idea is more effective and engaging than a collection of ideas that try to communicate all of the features and benefits of your service. The problem with the simple idea is not the idea but the client’s resistance to it. They feel that it’s just too simple to work. […]
Clients don’t know.
Clients don’t know. This is rule number one if you are in the brand development process. Don’t misquote me. Clients know a lot about their products and their customers but clients are humans and humans have perceptions that sometimes are wrong and this can be a huge problem. Remember—in the brand development process perception is […]
About branding… Be first or be different
About branding… Be first or be different. By Ken Gasque Being first with a good idea is really difficult and may not happen but once in your lifetime, if it happens then. Apple’s iPod, Coca-Cola, WD-40, Dixie Cups, Post-it Notes, Duct Tape, and Google are just a few great ideas that were first to the […]
Do you need brand aid?
Do you need brand aid? Distinct… or extinct. Tom Peters. Very succinct and elegant. If you are not different you are a commodity and you will not survive. I am sure you have heard the phrase ‘What gets measured gets done.’ I think it’s true because it focuses attention on the thing ng that is important. Business […]
The brand development process- Positioning and Pricing
The brand development process- Positioning and Pricing By Ken Gasque May 28, 2022 You don’t have to compete on price. So, why do you? Do you know the Brand development process? Cheap– opposite of a brandMarket penetration? Maybe it’s because it seems to be the easiest way to get into the market. Or fear. Afraid you will […]